The Internet will eat your kids alive and market crap to them while it's at it, which is why the Federal Trade Commission wants to update the Children's Online Privacy Protection Act, reports The Wall Street Journal's Emily Steel. "The Federal Trade Commission wants to give parents more control over what information websites can collect about their children." The new regulations would require parental consent for websites to collect information about your child, explains The New York Times's Somini Sengupta,
Safeguarding kids from advertisers--sounds great! Lawmakers and parents alike approve of the step. Massachusetts representative Edward Markey heralded the commissions proposal, calling it a "much needed step." But not everyone is so keen on the safety regulations.
Advertising companies. Most obviously, the companies that lose most here are the ones who give up access to precious information: marketing and advertising firms. "We think they may have gone a little too far," Jerry Cerasale, senior vice president of government affairs for the Direct Marketing Association told Steel. Instead of requiring consent for tracking cookies, advertisers would prefer less strict guidelines, continues Steel. "The Direct Marketing Association would prefer the definition of "personal information" only should include information that could be used to directly contact or communicate with a child because the programs don't always identify children but rather the computer," continues Steele. Not only do these companies fear they will lose kids' eyes, but they could lose an entire family full of ad-dollars.